IWD’24: Women entrepreneurs from Tier-2 Tier-3 cities of India are building successful businesses with e-commerce
Women entrepreneurs in Tier-2 and Tier-3 cities of India are breaking barriers and creating a new narrative of business ownership, fuelled by the digital revolution and a growing desire for economic independence. The transformation is partly driven by e-commerce platforms offering a level playing field and a gateway to a national, even global, audience. The government is also playing a crucial role in laying the groundwork for this change. Schemes like Lakhpati Didi, Beti Bachao Beti Padhao, and NITI Aayog’s Women Entrepreneurship Platform are fostering education, financial inclusion, and digital literacy – creating a fertile ground for women to take charge.
Bridging the Gender Gap for Women in MSME with E-commerce
Unlike traditional brick-and-mortar stores, e-commerce transcends geographical limitations. Skilled artisans and passionate home cooks from smaller cities can now showcase their creations – from handcrafted goods to delicious delicacies – to a vast consumer base across India and beyond. This fosters economic independence while preserving and promoting local traditions and cultures. Industry studies indicate that around 20% of India’s 63 million MSMEs are women-owned, with the potential to grow exponentially.
E-commerce platforms facilitate this growth by offering flexible work arrangements, allowing women to manage household responsibilities seamlessly. Programs like Amazon Saheli empower and enable women entrepreneurs nationwide to tap into the e-commerce ecosystem. This program offers extensive training, resources, and support to help women entrepreneurs understand the nuances of online selling and develop the skills & capabilities necessary to grow their businesses on digital marketplaces. Additionally, access to real-time data and customer feedback empowers them to innovate and adapt their products and services to a dynamic market.
Success stories abound
House of Vipa is a women-led business established under Saheli’s mentorship program. In 2020, amidst the pandemic’s upheaval, Viral Maniya founded House of Vipa at just 24. Maniya established this venture in Surat, transitioning from a call center role, specializing in Indian-crafted home, kitchen, and bathroom accessories. House of Vipa staunchly upholds a commitment to indigenous production, firmly discouraging imports. Despite challenges, Maniya led a research expedition to China, showcasing the brand’s dedication to innovation. Amidst the difficulties fuelled by the pandemic, the Amazon Saheli program helped her to focus on quality over price and establish her brand on the digital marketplace, enabling her to create and sell unique products.
Another success story is JugaadCrafts, Co-Founded by Dr Parul Bhatnagar, a passionate professor emeritus from the Dayalbagh Educational Institute (DEI). JuggadCrafts has emerged as a beacon of empowerment and community development. Parul believes that education should lead to meaningful contributions to society. With a wealth of academic experience, she recognized the opportunity to uplift artisans and promote sustainable, handmade products through JugaadCrafts. Drawing inspiration from the concept of ‘Quantum Jugad’ christened by ex-Director DEI, who had been at the forefront of the vision that students should become job enablers and not job seekers and committed to selfless service, the group embarked on a mission to empower artisans across India. Leveraging traditional craftsmanship, JugaadCrafts not only preserves and promotes age-old art forms but also provides sustainable livelihoods to artisans. Central to its success is the support from programs like Amazon Saheli and government bodies such as the Ministry of Textiles, Office of The Handicrafts Development Commissioner of Handicrafts, and NABARD, which have played a pivotal role in its journey.
Today, e-commerce has become a key to the economic emancipation of women as they build successful businesses and achieve their aspirations. And it’s crucial to nurture their potential and help them in their journey through proactive efforts and initiatives. Amazon Saheli program is one such initiative that has digitized over 1.6 million women entrepreneurs with more than 1 Lakh products across ten categories like apparel, jewelry, groceries, etc. By partnering with over 60+ NGOs, NFP, and government bodies such as the National Urban Livelihood Mission, deAsra, Aspire for Her, Hen India, etc., the program is helping digitize women entrepreneurs. Saheli provides a dedicated community in the e-commerce ecosystem where women-led businesses can thrive in the digital landscape. Further, through this program, women entrepreneurs and artisans can tap into domestic and global markets.
